Yes, that’s right. Does your copy make your reader truly uncomfortable? (And no, I’m not talking about spelling and grammatical errors, here!)

In order to sell a product, you have to prove that it meets a need. To prove that it meets a need, you need to show the reader how truly uncomfortable they are without it, and how much better their life would be if they owned it.

For example, let’s say you’re an affiliate for software that converts speech to text. You don’t just want to rave about all the great features of the program and how much easier it will make life for the client….first, you have to show them how much their life sucks without it - how truly miserable they are without this program to help them on a day to day basis.

So, let’s say you decide to target busy work at home mothers. Before  you go into all the great features of your product, take time to empathize with how painfully stressful their lives are - how hard it is to find uninterrupted time to sit down at the computer, how difficult it is to write with children running through the house and climbing on your lap, how much of a struggle it is to juggle various appointments and find time to work at home. Really play it up - show the reader how hard their life is- emphasize how much they struggle.

Then show how your product can make life easier, and you’ve just found another paying customer. People don’t like to be uncomfortable. Turning discomfort into comfort is a quick and easy way to make your copy sell!

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